臺灣博碩士論文加值系統

本文通過對顧客滿意度的分析，研究TIC在國際人力資源供應中的7P營銷績效。為了測量TIC股份公司的7P營銷活動的顧客滿意度，我們採用定量研究方法，通過問卷調查與TIC在日本、台灣和韓國的客戶和合作夥伴進行調查，收集到的數據用SPSS進行分析。
根據調查結果，TIC的產品、地點與推廣政策受到客戶的讚賞，其他的政策都稍微低估了。回歸結果顯示了7P組分對TIC客戶滿意度的顯著和正面影響，包括產品、價格、地點、促銷、人員與流程政策。只有實物證據才不會對客戶滿意度產生重大影響。
基於這些結果和目前TIC活動的實際情況，我們分析了TIC各項政策的優勢和局限性，為此，我們提出了改善TIC營銷活動績效的相關建議。我們的建議強調產品、價格、地點、促銷、人員與流程六項政策，對客戶滿意度有重大影響。

This thesis studies the 7P marketing performance of TIC in international manpower supply by analyzing the customer satisfaction. In order to measure the level of customer satisfaction of 7P marketing activities at TIC JSC, we used the quantitative research method by developing a questionnaire and by conducting a survey with TIC’s customers and partners in Japan, Taiwan and South Korea. The data collected are then analyzed by using SPSS 21 software.
According to the survey results, product, place, promotion policies of TIC were appreciated by customers; other policies are slightly low appreciated. The regression results indicate significant and positive impact of 6 P components on TIC’s customer satisfaction, including Product, Price, Place, Promotion, People, Process polices. Only the physical evidence did not have a significant impact on customer satisfaction.
Based on these results and the real situation of TIC’s activities at the present time, we analyzed to find out the strengths and limits of TIC’s each policy. From which, we proposed relevant recommendations for improving the performance of marketing activities at TIC. Our recommendations focused strongly on 6 policies of Product, Price, Place, Promotion, People, Process as they have a significant impact on customer satisfaction.

摘要 i
ABSTRACT ii
ACKNOWLEDGEMENTS iii
目錄 iv
List of Tables v
List of Figures vi
CHAPTER 1: INTRODUCTION 1
1.1. Background 1
1.2. Research question(s) 2
1.3. Research objectives 2
1.4. Thesis outline 3
CHAPTER 2: THEORETICAL FRAMEWORK 4
2.1. Overview of international manpower supply in Vietnam 4
2.2. International manpower supply service 6
2.3. Marketing 7P of manpower supply service 9
CHAPTER 3: RESEARCH METHODOLOGY 15
3.1. Research approach and design 15
3.2. Data collection and analysis 18
3.3. Validity and reliability 22
CHAPTER 4: RESEARCH FINDINGS 26
4.1. Regression results and research model & hypothesis validity 26
4.2. Assessing the 7P service marketing of international manpower supply at TIC 28
4.3 Discussions and recommendations 38
CHAPTER 5: CONCLUSION 44
5.1. Main contents 44
5.2. Contributions 44
5.3. Limitations and further researches 45
References 46
Appendices 48
Appendix 1: Organizational structure of TIC 48
Appendix 2: Questionnaire 48

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